Hit Network to align DAB+ with FM radio brands in five cities

Staff Writer

The Hit Network’s digital radio brands will now be aligned to local FM station brands across all five capital cities.

Southern Cross Austereo has revealed that the name of Hit’s digital stations will change depending on the market and FM brand.

Easy Hits, for example, will become Fox Easy in Melbourne, 2Day Easy in Sydney, and Hit Easy in Adelaide, Brisbane and Perth.

SCA also confirmed that the same approach will apply to Oldskool Hits, Urban Hits and Buddha Hits in every major market.

Hit digital has sat under the Hit FM stations since 2017, when it was announced that both the Hit and Triple M networks would have a combined digital/FM radio offering.

SCA says this has allowed for more simplified access to the additional audiences that digital radio delivers.

Hit Network content boss Gemma Fordham said: “As we sell both FM and DAB as an aggregated audience, aligning our brands is the next step towards this strategy.

“We recognise that music consumption continues to trend towards being mood orientated and listeners will now be able to access our full suite of offerings via the station name that they know and love.”

All digital stations are available via the Hit Network app, at www.hit.com.au or via digital radio.

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24 Jul 2019 - 12:35 pm

Is there any chance the likes of SCA and ARN can choose a name for their DAB+ stations and stick to them for more than about six months?
This time next year most of these stations will have another name.

It's been done
25 Jul 2019 - 8:29 am

Haven’t I seen this before? Oh that’s right……….ARN did it first.

Nice try SCA.

25 Jul 2019 - 8:55 am

HAHA “it’s been done” I think Triple M did it at the start of adding their product to DAB radio in Australia….. it’s hardly a new tactic, probably just a branding thing which makes sense but nice try on the ARN call. Most of their stations are exact clones of Austereo from back in the day, hardly original.

26 Jul 2019 - 5:43 am

SCA rearranging the deck chairs on the Titanic. Just fix 2DAYFM.

26 Jul 2019 - 5:46 am

We recognise that music consumption continues to trend towards being mood orientated. Really. Smooth realised this 10 years ago. Mood formats have existed for 30+ years. Someone still on their L plates on at SCA.

26 Jul 2019 - 12:39 pm

Very messy indeed


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